Beauty Companies Vowed to Step up Diversity and Inclusivity Efforts in the Wake of the Social Justice Movement, Beauty Inc Looks at What Firms Have Done So Far
ISSUE#42 FEBRUARY 12, 2021 A Publication of WWD Accountability Matters Seven months after beauty companies vowed to step up diversity and inclusivity efforts in the wake of the social justice movement, Beauty Inc looks at what firms have done so far. For more, see pages 7 and 8. PLUS: Esi Eggleston Bracey on the CROWN Coalition and a spotlight on Black gaming influencers. ILLUSTRATION BY CAMILA GRAY THE BUZZ 2 FEBRUARY 12, 2021 Beauty Bulletin By the Numbers: Black- Owned Beauty Businesses On Yelp Data from Yelp shows heightened interest in Black-owned beauty businesses. BY JAMES MANSO THE PUSH TO BUY Black isn’t just hitting beauty products. Black-owned professional beauty businesses such as nail and hair salons, spas and barbershops have seen a lift in searches on Yelp, in spite of challenges to the professional sector caused by the pandemic. Diverse brand According to Yelp, searches for campaigns Black-owned service businesses garner higher skyrocketed 2,400 percent in 2020, engagement and and Black-owned businesses saw conversion, a 232 percent increase in review according to mentions. reports from Eyecue and “We’ve seen our user show MagicLinks. unprecedented interest in Black- owned businesses,” said Tara Lewis, senior vice president of community Report: Beauty Brands Returned to expansion and trends at Yelp. Although momentum has Posting Darker Skin Tones Over Holidays slowed — a statement from Yelp in August 2020 pointed to a 6,520 percent growth in searches for ¬ Data from Eyecue and diversity came from influencer- minimum in racial diversity, our MagicLinks suggests that racially and user-generated content, team has been able to, in most Black-owned businesses during the summer months — the company inclusive influencer campaigns with medium or dark skin tones cases, double that,” said Bryan credits consistent growth to its own perform better, with Black influencers accounting for two-thirds of this Mirabal, MagicLinks’ global creative diversity commitments.
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